Social Media Endorsements and Safe Supplement Consumption

Authored by: Emma Davila

Art by: Fiona Reilly

Social media has become a dominant force that has transformed the landscape of modern advertising. On platforms like Instagram and TikTok, influencers leverage their fame and partner with major brands to market products directly to their followers [1]. The practice has become a powerful business model that shapes global consumer behavior. Influencer marketing has recently expanded across nearly every industry with sponsored products ranging from beauty,  fashion, travel, and dining. However, influencers have begun promoting vitamins and dietary supplements to their audiences, including pills, vitamins, and even injections, all promising results such as clearer skin, weight loss, faster hair growth, and even longevity. One popular example is American media personality Kourtney Kardashian's brand ‘Lemme’ which offers supplements targeted towards health interests such as digestion, metabolism and muscle toning, and sleep. Advertising campaigns around physical and mental fitness raise important questions about how influencer promoted trends affect consumer health and well-being [2]. 

When the source of health knowledge and advice shifts from medical professionals to social media influencers, the safety and regulation of such advertising becomes increasingly important to protect the health and well-being of consumers. Social media platforms have become a primary source of health and medical information for young audiences, yet their levels of media literacy often vary [3]. In one study, Yang et al. found that students with lower media literacy were more likely to use dietary supplements, revealing how limited media literacy increases consumers’ susceptibility to misinformation and highlighting the need to examine not only what is being sold but how it is being presented to best protect consumers [4].

Supplement endorsements often claim a multitude of benefits. One common claim is “longevity”; however, no supplement has ever been proven through large-scale clinical trials to lengthen the human lifespan [2]. Some experts note that traditional supplements such as vitamin D, omega-3 fatty acids, and vitamin B12 may support health span– the number of years lived without major disease– though not necessarily lifespan [2]. Conversely, more unconventional supplements have less support from experts as they often make leaps from animal trials or minimal human clinical studies to benefits offered to humans [2]. Additionally, the small number of long-term clinical trials means there is little known about long term effects and safety [2].

One significant factor at play is a gap in regulation. The Food and Drug Administration (FDA) does not regulate dietary supplements as drugs, despite their potential to be pharmacologically active or cause biological change in the body [5]. This lack of oversight poses a severe threat to consumers’ safety and has led to frequent mislabeling of supplement ingredient quantities across brands, sometimes by as much as 100 percent [2]. Recent FDA investigations revealed that almost 70 dietary supplements sold online contained unlisted active ingredients [6]. Such misinformation can lead to unanticipated, dangerous drug interactions. In a study by Zamil et al. evaluating the ingredients, endorsements, and medical claims of 100 Instagram posts about nail, skin, and hair supplements, only one post included a “Supplement Facts” label, and only four were from verified accounts [3]. 19 posts lacked any mention of ingredients, and only one was made by a board-certified physician [3]. One post claimed that supplements have benefits beyond cosmetics and can aid in the prevention of diabetes, cardiovascular disease, glaucoma, and Alzheimer's disease [3]. These results suggest a growing concern about influencer culture and consumers’ susceptibility to unregulated supplements that lack guidance and approval from medical professionals..   

Awareness alone is not enough to address these concerns; a systemic change is also essential. One study by Klein and Schweikart (2022) suggested that legal action against influencers for negligent or misleading claims could motivate others to act with greater caution when endorsing products related to human health [7]. However, such efforts face barriers, including limited time and funding for legal teams to pursue these cases. The US Pharmacopeia (USP) offers another approach to consumer protection through its “finder tool,” which lists verified dietary supplements that only contain the ingredients stated on their labels [6]. Additionally, the Pew Research center has called for increased FDA funding and stricter regulation of dietary supplements, including mandatory product and ingredient listings [8]. This transparency could prevent uninformed supplement consumption that might lead to adverse short- or long-term side effects or unwanted drug interactions [8]. 

Still, regulation can only go so far without individual responsibility. It is essential consumers diligently search for trustworthy health information online by looking for the support of medical experts as well as the strong backing of peer-reviewed empirical evidence. There are also arguments around the responsibility that influencers and their teams may hold to conduct thorough research into the company and products they promote before posting. When posting, clarity and transparency in their message could further help readers to better discern trustful information and make informed decisions about their own health and well-being. Still, however, experts ultimately agree that the safest approach when considering advertised supplements is a simple one: consult a trusted physician who can weigh the potential benefits and risks within the context of an individual’s overall health and lifestyle. 

References

1. Roberts, A. J. (n.d.). False Influencing. THE GEORGETOWN LAW JOURNAL, 109. 

2. Smith, D. G. (2025, September 11). Can Supplements Boost Longevity? The New York Times. https://www.nytimes.com/2025/09/11/well/anti-aging-supplements-longevity.html 

3. Zamil, D. H., Ameri, M., Fu, S., Abughosh, F. M., & Katta, R. (n.d.). Skin, hair, and nail supplements advertised on Instagram. Proceedings (Baylor University. Medical Center), 36(1), 38–40. https://doi.org/10.1080/08998280.2022.2124767 

4. Hua, S. V., Granger, B., Bauer, K., & Roberto, C. A. (2021). A content analysis of marketing on the packages of dietary supplements for weight loss and muscle building. Preventive Medicine Reports, 23, 101504. https://doi.org/10.1016/j.pmedr.2021.101504 

5. Navigating “Trending” Supplements | Quality Matters | U.S. Pharmacopeia Blog. (n.d.). Retrieved September 16, 2025, from https://qualitymatters.usp.org/navigating-trending-supplements 

6. Klein, J. J., & Schweikart, S. J. (2022). Does Regulating Dietary Supplements as Food in a World of Social Media Influencers Promote Public Safety? AMA Journal of Ethics, 24(5), 396–401. https://doi.org/10.1001/amajethics.2022.396 

7. Stronger Federal Oversight of Dietary Supplements Will Protect Consumers From Unsafe Products. (n.d.). Retrieved September 16, 2025, from https://pew.org/3wskdV1